AT&T's "It Can Wait" texting-and-driving campaign from BBDO New York has included many notable executions, including the painful Werner Herzog documentary
from 2013. And the latest spot is no exception, featuring quietly
gripping storytelling from Anonymous Content director Frederic Planchon
that suddenly explodes with horror.
The almost four-minute film is remarkable. (It's supported by three
30-second spots, one of which will run on TV.) Slow-motion
cinematography, shot at 1,000 frames per second, captures the brutal
consequences of taking your eyes off the road to glance at your
smartphone, even briefly. The footage then plays in reverse, ending on
the cause of the terrible crash.
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